SETON HALL UNIVERSITY
                         STILLMAN SCHOOL OF BUSINESS
  (Our mission is to be the school of choice fo...
engage in stock market and financial manipulations relating to their simulated companies.
Computer simulation enhances exp...
coverage will provide global aspects of doing business and expanding business
operations to overseas.


                  ...
peer evaluation at the end. The instructor will take this evaluation as an
       important basis for dividing total team ...
comments made by others?
   4. Do the comments made by him/her reflect clear evidence of appropriate and
      insightful ...
Exhibits
  1. Are the analyses in the exhibits done correctly?
  2. Do the exhibits support and add to the text on key poi...
EXECUTIVE INDIVIDUAL ASSIGNMENTS

               9.     My Vision for this Company and              05
                   ...
among the teams. A manager from industry may sit on the review board to give feedback
to the presenters.
$
 The purpose of...
SESSION-BY-SESSION PLAN

TRADE SECRET: HIT THE GROUND RUNNING

Session 1
       Deliverables:
              Student Data S...
Activities:

          Corporate Decisions
         Analysis, Planning and Decision Making for Year 11
          Corporate...
Discussion:
             Reorganizing the Firm (D4L1)

   Activities:
                 BSG Conference: Conclusion and Post...
Deliverables:
             The Management Plan         (See Appendix V)
             Corporate Decisions
             Deci...
Business Models and Strategy Selection (GST4)
                 Tailoring Strategies to Fit Specific Industry and Company
 ...
Appendix A (Students should fill in names and date in one copy of this sheet and give it
to the Instructor before presenti...
Appendix C

                          SETON HALL UNIVERSITY
                           Stillman School of Business
       ...
Appendix D


           A.D. Amar, BS (Prod E), MS (I&M E), MBA, PhD (Business)
     Professor, School of Business, Seton ...
Appendix E

        ROBERT TROCCOLI BUSINESS POLICY CAPSTONE AWARD

Mr. Robert Troccoli, an alumnus of the Stillman School...
Appendix F

                  MARKET AND CURRENCY FLUCTUATIONS

        Demand for your product will fluctuate according t...
Appendix G

                             NONCONFORMING TEAMS

The following will not apply in case where the class is orga...
Appendix H
                                       BMBA 9400: BUSINESS POLICY
Industry _______                             ...
Appendix I
(Student should fill in his/her name and date at the bottom of this sheet and give it to the Instructor before ...
Appendix J

                             Strategic Analysis Case Study

Purpose:       Forum for practice on strategy anal...
Appendix K

                Presentation Topics on Strategy Principles

             1. The Strategic Management Process: ...
Appendix L
                      EXECUTIVE REMOVAL PROCEDURE

Just as may happen in the real world, you might find that yo...
Appendix M


                                   GUIDELINES ON WRITING STYLE

All submissions made for the BMBA 9400 should...
Appendix N

                      BMBA 9400: BUSINESS POLICY
                SIMULATION DECISION-MAKING PROCEDURE
        ...
Appendix P


                         Guidance and Pro Forma Statement

                                            By

  ...
Appendix Q

                    WHAT SHOULD BE COVERED IN A GOOD
                    CASH BUDGET AND VARIANCE REPORT


   ...
Appendix R

                             PRESS RELEASES

Press Releases are the means that we all will use to keep informa...
Appendix S

                                 BMBA 9400: BUSINESS POLICY CAPSTONE
                                 Voluntee...
Appendix T

                  SETON HALL UNIVERSITY
                   BMBA 9400: BUSINESS POLICY CAPSTONE

              ...
Appendix U


                                  SEC 10-K REPORT
                                            By
            ...
Appendix V


                                  The Management Plan
                                           By
         ...
Appendix W


                            Marketing and Promotion Plan
                                            By
     ...
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Capstone Core Syllabus

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Capstone Core Syllabus

  1. 1. SETON HALL UNIVERSITY STILLMAN SCHOOL OF BUSINESS (Our mission is to be the school of choice for business education in the state of New Jersey and to be known nationally among the best business schools within a Catholic University.) MBA PROGRAM BMBA 9400 NA: BUSINESS POLICY CAPSTONE INFORMATIONAL PACKAGE INCLUDING CORE SYLLABUS INSTRUCTOR: A. D. Amar, Ph.D. Professor & Director of MBA Assessment Director, SHU Comprehensive Achievement Program (SHUCAP) (See Appendix D) OFFICE: 650 Kozlowski Hall TELEPHONES: Office: (973) 761-9684; Secy.: (973) 761-7723 (Rosemary Pauler) Fax: (973) 761-9217 Email: amaramar@shu.edu Homepage: http://pirate.shu.edu/~amaramar PREREQUISITES: The Business Policy, BMBA 9400, is a capstone course that is to be taken after fulfilling all core curricular requirements. To get full benefit from Business Simulation, Business Policy should be the last course in a student’s program. Typically, students take it in their last semester at Seton Hall and usually as the only course that semester. COURSE DESCRIPTION This course begins with an introduction to the simulated operations and strategic management principles and practice. A number of simulated companies, one for each team, are created for practice of strategy, policy, and integrated operations. Students will begin management of their simulated company once they have gathered working knowledge of the firm. The rest of strategic management, combined with business functional knowledge from areas such as production/operations, marketing, and finance, is then applied in managing the simulated company. A review of the functional skills is conducted as, when, and if needed. Use of strategic management cases is carried on in parallel to the reinforcement of the concepts and practice The course is designed around an industry given at the end of the syllabus. As a rule, it is an oligopoly industry. The purpose of the simulated industry is to provide a forum to realistically see the relevance and consequence of general management decisions and strategic management. Through the power of the computer, students will make strategic decisions relating to their firms, perform strategic management, and 1
  2. 2. engage in stock market and financial manipulations relating to their simulated companies. Computer simulation enhances experiential learning through the game. INTRODUCTION This course is the capstone of curricular requirements for Seton Hall MBA, originally designed as an alternative to the master's thesis. Currently its main purpose is to give students experience of managing a business entity as its chief executive officers. In this role, students will integrate all business concepts learned in functional core courses. Specifically, they will learn the use of budgeting, operations management, financial accounting, marketing, strategic analysis, forecasting, decision making, financial market operations, human resource management, and reporting and public relations. They should experience broad decision-making process, report writing, and presentation. Students will have the opportunity to manage their own company. It is achieved through the versatility of computer simulation of this industry and the interaction among a number of companies within the industry. Second, the students will learn concepts and applications of strategic management as a long-term corporate management tool. Students will be provided opportunities to understand role of chief executive officer of a typical young firm operating in an oligopoly environment. Every aspect of the course will keep this in the center place. Students will be discouraged from making decisions or operating their business by taking in isolation any of the three basic business functions: operations, marketing, and finance. Those students who have functional experience or job responsibilities primarily in one of these areas from their work assignments must learn to not think only along those individual areas but learn to integrate them into other business functions through this opportunity to manage their simulated firms as their CEOs. Since in a contemporary real-world business firm almost all important corporate tasks are performed in teams, this course has been so designed that most of its requirements are carried out collectively by team members. The instructor will form these teams. These teams will be dissolved at the close of the semester. As team members, please remember not to divide work according to your business specialization because that would defeat the basic purpose of this course— integration of management functions. At the same time, make sure that every member of the team does one’s part equally and fully. Remember, “WHILE IT IS IMPORTANT THAT YOU DO YOUR PART, IT IS ALSO IMPORTANT THAT YOU DO NOT DO OTHERS’ PARTS.” The students of this course will learn concepts, applications, and tools essential to strategically manage a company. Strategic management involves identification of external threats and opportunities, analysis and development of the firm’s internal strengths to respond to them, and a plan to overcome weaknesses that are so identified. This requires making strategic choices in the allocation of all scarce resources critical to the firm’s success. To apply these concepts, each team will write for its firm a mission and a vision statement, goals and objectives, corporate/business/functional strategies, action and evaluation plans, and operating policies and procedure. Students will employ computer and other high-tech, analytical, and library search tools and techniques. The 2
  3. 3. coverage will provide global aspects of doing business and expanding business operations to overseas. IMPORTANT All requirements for this particular section of BMBA 9400 are being made available to you in this document that is being distributed on the first day of the class. The requirements for this course stay basically unchanged across semesters. It is imperative for you to decide whether you want to take this particular section of this course. There can be other alternatives. 1. All teammates will operate as CEO/GMs of their simulated companies, with all enjoying equal authority and responsibility. 2. It is very lonely up there! Students are expected to perform the CEO assignment on their own. 3. All real estate transactions, such as plant sale and purchase, will be charged a brokerage fee. The current rate of this fee is 6% of the transaction amount. 4. About half the class time will be used to build ground for application of theory, and the rest will be used in letting students integrate it with their simulated company. It will be used primarily to organize students, keep them informed, review relevant theory from the book on strategic management, engage in discussions on current business topics, and make presentations. 5. The instructor intends to attend to students’ emails about once every weekday. Please send emails to the instructor concerning only something that cannot wait until the next class meeting. To avoid email snowball effect, DO NOT email copies of your emails to the instructor to anyone else from whom a response is not needed immediately and directly. Your email can cause unnecessary work for others. Nevertheless, always provide copies to your teammates of your emails to the instructor on matters relating to your group work. 6. The email to the instructor to which an answer is expected should be suitable for one click ―reply.‖ This may require removing from your return email address all such characters that do not directly make your email address. These characters may include ―’‖, ―‖‖, ―<‖, ―>‖, etc. 7. Something that needs the instructor’s interactive attention and cannot wait until the next class meeting should be handled by calling him on the telephone. You may call him home. Instructor’s home telephone number will be given to you in class. Alternatively, you may ask him for it. 8. Do not divide your teamwork among teammates based on their functional specializations. All work must be done together for gaining the experience of general management. 9. In line with the procedure given in Appendix L, officers of the company will have the power to remove another non-performing officer of their company. It may be good for both parties to let a non-performing officer go. 10. All teammates will be judged by other teammates on the following traits: Meeting behavior, analytical skills, and understanding of company operations, decision-making, and caliber of contribution. There will be a 3
  4. 4. peer evaluation at the end. The instructor will take this evaluation as an important basis for dividing total team points among its individual members. Appendix H should be completed and returned to the instructor on the final exam night. 11. All submission made to the instructor must follow APA writing style. For your convenience, Appendix M provides summary examples on how to cite using the APA style. You may borrow from others’ works; however, you must use your own words paraphrasing their themes while giving full citations. You may excerpt only that material which is very essential for communicating the issue. Follow APA style for excerpting. 12. You must do all reports in association with your teammates only, without any outside help. 13. Each assignment should be done based on some real-life company and the full citation of this model should be included at the end of each assignment for it to be considered complete. 14. Follow the procedure given in Appendix N for submitting all simulation input decisions. PREPARATION FOR THIS CLASS In a typical strategic management class session, students of the assigned team will be asked to begin the discussion on the topic assigned to them for the day by addressing specific questions addressed in the topic through a presentation. After your presentation of the facts, and initial analysis and recommendations, the discussion will be opened to the whole class. As a group, we will build a complete analysis of the subject topic and address the problems and issues it presents. We will also talk about the implementation of those recommendations. Frequently, the final portion of the class will be an integration of the concepts via a lecture presentation by the professor if the class wants it. Most managers spend very little time reading and even lesser time writing reports. Most of their interactions are verbal. This is especially true for managers in operations- intensive settings. For this reason, the development of verbal skills is given a high priority in this course. The classroom should be considered a laboratory in which you can test your ability to present your analyses and recommendations clearly, to convince your peers of the correctness of your approach to complex problems, and to illustrate your ability to achieve the desired results through the implementation of that approach. In particular, your vocabulary, style, and demeanor should comply with what is expected from managers at top levels. Whenever you engage in communications in class, you should keep this in mind and make your conveyances accordingly. Class Participation Some of the criteria that will be used to judge effective class participation for grading purposes include: 1. Has the student participated? 2. Does his/her participation present clear evidence of his/her preparation of the scheduled material? 3. Are the points made by him/her relevant to the current discussion and linked to 4
  5. 5. comments made by others? 4. Do the comments made by him/her reflect clear evidence of appropriate and insightful analysis of the material? 5. Do the comments bring in new, solid information from other relevant published sources for which complete reference(s) is(are) cited and presented in writing to the class at the time of the discussion from its leaders. Other participants should email their citations to the instructor within 2 days following the discussion. 6. Do the comments clarify and highlight the important aspects of earlier ideas and lead to a clearer statement of the relevant concepts and issues? 7. Does participation show the student’s willingness to test new ideas or are all comments "safe"? 8. Does his/her contribution present him/her as a good listener? Written Assignments In preparing the written case analyses and other assignment, please adhere to the following guidelines: 1. Written assignments are to be turned in at the beginning of class on the day they are discussed. Please keep a copy for your own use during class discussion if you wish. 2. Written assignments, unless otherwise specified, should be between 1000- 1500 words and five pages of appended exhibits. This is a firm constraint. Exhibits should contain specific types of analyses as applicable, such as financial analyses, break-even charts, cost analyses process-flow analyses, etc. They should contain any relevant supporting information that is too detailed for the body of the paper. Exhibits must not be simply extensions of the text. For the case study portion of the course, we will not distribute written solutions to the case write-ups, but rather will rely on the class session associated with the case to bring out the most important issues. The case write-ups will be graded using the following criteria: Hints on Performing Analysis General 1. Does the paper contain analysis of the major issues? 2. Does the analysis incorporate the relevant tools properly? 3. Are assumptions made in the analysis stated explicitly? 4. Does the analysis isolate the fundamental causes of problems in the case? Recommended Actions 1. Are the criteria for choosing among alternative recommendations stated? 2. Are the criteria appropriate? 3. Is the plan of action integrated in a logical way and linked to the analysis? 4. Is the action plan specific, complete, and practical? 5. Is it likely that the recommendations will achieve their intended results? 5
  6. 6. Exhibits 1. Are the analyses in the exhibits done correctly? 2. Do the exhibits support and add to the text on key points? Presentation 1. Is the paper of right length? Too long? Too short? 2. Is the presentation of professional quality? 3. Is the paper logically consistent and effectively structured to sell its recommendations? ASSIGNMENTS AND GRADING (To keep the course challenging, the assignments are frequently change.) Please Note: 1. Once a company is chartered, all its correspondence, submissions, reports, etc. must be done on the company letterhead. 2. The letterhead must provide names and contact information of all officers of the company. ASSIGNMENTS POINTS CORPORATE WORK A. CORPORATE DUTIES ♫ 1. Charter Contest* 2. Performance on simulation* 40 (28~40/Interval Scale) Short Term Performance 10 Long Term Performance 30 3. Report to the Board (as SEC 10-K)*# 15 Report 10 Presentation 5 (See Appendix U) 4. Strategy Case Analysis and Planning◄ 10 Presentation B. CORPORATE EXERCISES 5. Strategy Principles presentation 10 6. The Management Plan 05 See Appendix V 7. Marketing and Promotion Plan 05 See Appendix W 8. SEC Form 8K Proforma Statement 05 and Guidance* Including a Press Release (For the period covering your term as an In-Charge of the company) See Appendix P 6
  7. 7. EXECUTIVE INDIVIDUAL ASSIGNMENTS 9. My Vision for this Company and 05 My Detailed Plan to Achieve It. (A detailed, specific proposal that a CEO may present at his/her first staff meeting after assuming the charge. It should be a ready-to-implement report. It may become a basis of your company’s collective vision for your term.) 10. Quiz on BSG rules$ @ 11. Class participation 05 Total 100 LETTER GRADE SCALE AGGREGATE GRADE 97-100 A+** 91 – 96 A 87 – 90 B+ 81 - 86 B 77 - 80 C+ 71 - 76 C 67 – 70 D+ 61 – 66 D 60 or less F Legend on Requirements ** The letter grade of A+ is only for pulling up those who do exceptionally well. In the report card A+ will become A. * These are corporate assignments. All corporate assignments are team assignments. All corporate officers are held responsible severally and jointly for these. For evaluation on them, confidential peer ratings will be required from each officer at dissolution of the teams. This is an objective performance rating that will ask evaluators to divide 100 points into as many parts as many are the partners in their teams (including the evaluator) such that each part represents contribution from the respective team member. Please see Appendix H attached herewith. # This report will be prepared based on standard US SEC 10-K format. Samples of 10-K can be downloaded from sites of several corporations, SEC, or the Investors Library. If you ask the instructor, he can provide you a copy of a real-world sample 10-K report. Your 10-K report may exclude elaboration on segments that do not concern your company. In such cases, state “NA.” Typically, this will be a 10-15 report excluding tables and exhibits. The presentation of this report will be at a round-table arrangement. Unless a company wants to stand up and present because of any logistics concerns, members should remain seated while presenting. PowerPoint presentations are discouraged. Since, this presentation comes at the end of the simulation; there should be an honest give-and-take 7
  8. 8. among the teams. A manager from industry may sit on the review board to give feedback to the presenters. $ The purpose of the quiz is to assure reading and assimilation by students of facts on the simulation. The instructor has observed that without quizzes, students tend to put a low priority on reading and understanding the material. However, this does directly negatively affect their performance on management of the simulated company. This material will be tested by objective type questions in these quizzes. It will require filling out Scantran sheets using #2 pencils. There is no grade for the quiz. Nevertheless, cash awards will be handed out based on the team-by-team performance. Caution: You won’t do well on this quiz without preparation. @ Cash awards will be given to the companies that finish in the top three spots. The average score per member of the team will be the criterion for this judgment. The rewards will be as follows: First Team= 1,000,000; Second Team=500,000; Third Team= 250,000. The cash rewards will be deposited in the team company accounts of the winners. ♫ For the COMPANY CHARTER CONTEST assignment, there will be three financial rewards, as follows: Bonus Amount Winner: $1,000,000 First Runner-up: $500,000 Second Runner-up: $250,000 Please note; all bonuses will be paid to the companies in the first year following the announcement of the results. ◄ Strategic analysis is done to have a hands-on experience on performing strategic analysis using as many tools and techniques as learned in class, readings and discussions. (Follow the process described in the presentation on this topic in class.) Each team should perform strategic analysis on the business case assigned. The information on the case, the firm in question, and its industry should be updated until the day of presentation starting from the case in the text. All the information on the company and its industry should be as current as the date of presentation set in this syllabus. See Appendix J on this. Please note. Your presentations will be evaluated following a format given in the evaluation sheet in Appendix A. It is very important that you keep track of the allowed time while making your presentations. Your grade will be negatively impacted by exceeding or not fully utilizing the assigned time. In the interest of time, timekeeper will abruptly terminate your presentation if the time is exceeded. 8
  9. 9. SESSION-BY-SESSION PLAN TRADE SECRET: HIT THE GROUND RUNNING Session 1 Deliverables: Student Data Sheets Discussion: Course syllabus and requirements Introduction to the theory of oligopoly (D1L1) Executive Orientation I (an overview of the rules of the BSG simulation) (D1D2L1) Activities: Completion of Student Data Sheet (Appendix C) for forming simulated companies Homework: Familiarize yourself with currency translations, fluctuations in S&P 500 Index, and their relationship to your business. You may use the appropriate sections from The Wall Street Journal. See Appendix F in this regard. Read all pages of Text 1 Business Strategy Game Write a 3-5 page proposal titled; My Vision for this Company and My Detailed Plan to Achieve It. (Give the original to the instructor and have enough copies to distribute one to every member of your team.) Company formations will be emailed to students by the instructor. Session 2 Deliverables: My Vision for this Company and My Detailed Plan to Achieve It. (Distribute a copy of your proposal to all members of your management team and give one copy to the professor.) Every student should bring for the consideration of one’s teammate(s) name of a company from the case list in Appendix O of this syllabus that one would like one’s team to select for the strategic analysis. Before leaving the class this day, each team must seek the instructor’s approval on the name of the company on which it would perform strategic analysis. Discussion: Executive Orientation II (Mechanical aspects of Business Strategy Game) (D1D2L1) 9
  10. 10. Activities: Corporate Decisions Analysis, Planning and Decision Making for Year 11 Corporate Charter Team members should charter their company and start the apprenticeship period as its officers and, as a first step, should do the following: (a) Exchange their contact information with team members. (b) Prepare a corporate charter, including a legal name starting with the letter assigned by the instructor, corporate logo, slogan, ticker symbol, and home office address. (c) Exchange and discuss their proposals on how to make their simulated company succeed. This would serve as the basis of their Proforma Statement and Guidance. (Important: In addition to what any good letterhead should have, please make sure that yours indicates on it names of all officers with their contact information, such as telephone numbers, emails, etc.) Homework At the next class, bring enough copies of your simulated company’s letterhead for the Charter Contest. Session 3 Deliverables: One copy of your simulated company’s letterhead to each team for the participation in the Charter Contest evaluation Corporate Decisions Decisions Year 11 Discussion: How to analyze a business policy case (D3L1) How to Set Sales Target and Plan Output (D3L2) Activities: Company Charter Contest Corporate Decisions Analysis, Planning and Decision Making for Year 12 Homework: Prepare for Quiz 1 Session 4 Deliverables: Corporate Decisions Decisions Year 12 Quiz 1: Company policy and practice (rules of The BSG Simulation and Contents of the Syllabus) 10
  11. 11. Discussion: Reorganizing the Firm (D4L1) Activities: BSG Conference: Conclusion and Postmortem of the Apprenticeship Period—every team must give one each “do” and “don’t” of BSG based on their experience and it must be done in an open forum. Be prepared for Q&A. In preparation of the conference, students should hold meetings within their teams, review their decision-making practices for their successes and failures, write down a collective list of dos and don’ts that may be collected at the conference. SEC Form 8K Proforma Statement and Guidance Years 13-18 Including a Press Release Analysis and planning of Year 13 Homework Reading Assignment: T2: Chapters 1 & 2: p. 2-71 Session 5 Deliverables: Corporate Decisions Decisions Year 13 Proforma Statement and Guidance for Years 13-18 (Only round about numbers as you go too far into the future.) A one-page press release on your guidance must be distributed to every manager in the industry and to the professor. (Please note, all changes to this should be put in the public domain by issuing additional press releases to that effect. Discussion: The Strategic Management Process & Giving the Firm a Direction (GST1) 1. The Strategic Management Process: An Overview (Chapter 1) Discussion Leader: The Instructor 2. Establishing Company Direction: Developing a Strategic Vision, Setting Objectives, and Crafting a Strategy (Chapter 2) Discussion Leader: The Instructor Activities: Analysis and planning of Year 14 Homework The Management Plan (See Appendix V) Reading Assignment: T2: Chapters 3& 4: Pages 71-147 Session 6 11
  12. 12. Deliverables: The Management Plan (See Appendix V) Corporate Decisions Decisions Year 14 Discussion: The Corporate Assessment (GST2) Industry and Competitive Analysis (Chapter 3) Discussion Leaders: Team A Evaluating Company Resources and Competitive Capabilities (Chapter 4) Discussion Leaders: Team B Activities: Analysis and Planning of Year 15 Homework .Marketing and Promotion Plan (See Appendix W) Reading Assignment: T2: Chapters 5 & 6: Pages 148-223 Session 7 Deliverables: Corporate Decisions Decisions Year 15 Marketing and Promotion Plan (See Appendix W) Discussion: Strategies (GST3) Strategy and Competitive Advantage (Chapter 5) Discussion Leaders: Team C Strategies for Competing in Globalizing Markets (Chapter 6) Discussion Leaders: Team D Activities: Analysis and Planning of Year 16 Homework: Reading Assignment: T2: Chapters 7 & 8: Pages 224-289 Session 8 Deliverables: Corporate Decisions Decisions Year 16 Discussion: 12
  13. 13. Business Models and Strategy Selection (GST4) Tailoring Strategies to Fit Specific Industry and Company Situations (Chapter 8) Discussion Leaders: Team E Evaluating the Strategies of Diversified Firms (Chapter 10) Discussion Leaders: Team F Activities: Analysis and Planning of Year 17 Session 9 Deliverables: 10-K Report Corporate Decisions Decisions Year 17 Activities Presentation of Strategy Cases (10 Minutes per Team) Activities: Distribution of 10-K report (Year 16) to Board members (other teams) Reading Assignment Read 10-K reports of all companies in your industries and be prepared to question them on their performance and suggestions on how could they have improved. Session 10 Deliverables: Corporate Decisions Decisions Year 18 Review Board Meeting: Management Analysis and Defense 13
  14. 14. Appendix A (Students should fill in names and date in one copy of this sheet and give it to the Instructor before presenting) Stillman School of Business PRESENTATION EVALUATION SHEET Presenter(s): 1. Date: ___________________ 2. __________________________________Team No: ______________ 3. __________________________________ Title: __________________ Course Name: ________________________Number:_______________ Personal Presentation Shabby/Careless 1 2 3 4 5 Smart/Scrupulous Language Monotonous 1 2 3 4 5 Professional/Clear Body Language Distracting 1 2 3 4 5 Reinforcing Content Broad Generalities 1 2 3 4 5 Correct & Specific Theme No Recurrence 1 2 3 4 5 Focused/Clear Delivery Dull/reading 1 2 3 4 5 Lively/effective Organization Disjoint 1 2 3 4 5 Connected/coherent Visual Aids None 1 2 3 4 5 Clear/concise Use of Time Stretched 1 2 3 4 5 Well Planned Audience Reaction Unconcerned 1 2 3 4 5 Receptive/involved Answering Questions No questions 1 2 3 4 5 To the point/mature Overall Grade for the Presentation 55 60 65 70 75 80 85 90 95 100 (Prof. A. D. Amar, Ph.D.) 14
  15. 15. Appendix C SETON HALL UNIVERSITY Stillman School of Business MBA PROGRAM BMBA 9400: BUSINESS POLICY STUDENT DATA SHEET Name______________________________________Major________________________ GMAT Score: ___________ GPA at SHU: ________ Credit Hours Earned: __________ Courses Most Enjoyed: (1) _______________ (2) _____________ (3) _______________ Course in Which You Got an “A”: (1) __________ (2) ___________ (3) _____________ Mailing Address_________________________________________________________________ Telephones: (Please put an asterisk on the preferred telephone number.) Work____________________Home_________________Other_____________________ Email Address_________________________________________ (Case sensitive, please) UG College___________________ Major_____________ Degree_________Year_____ Employer______________________ Job Title: ________________ Years in Line: ____ Job Description___________________________________________________________ Professional/Career Objectives______________________________________________________________ Date________________________Signature____________________________________ COMPANY NUMBER____________________________________ (Leave this blank) COMPANY LETTER____________________________________ (Leave this blank) 15
  16. 16. Appendix D A.D. Amar, BS (Prod E), MS (I&M E), MBA, PhD (Business) Professor, School of Business, Seton Hall University, South Orange, NJ 07059 AREAS OF INTEREST General Management, Knowledge Management, E-Business, Innovation, Supply Chain Management, Strategic Planning, and Management Focus Development. REPRESENTATIVE PROJECTS 1. Cost Accounting System for a custom order manufacturer 2. Comprehensive Purchasing System for pneumatic controls mfr. 3. Visibility Module for MRP system for a defense contractor 4. Control system for an industrial control manufacturer 5. Operational quality and reliability assessment for automobiles 6. Corporate Strategic Planning CONSULTING CLIENTS Arkwin Industries, Inc.; Hydrocraft, Inc.; Vornado, Inc.; General Motors, VW/Audi USA, Human Resource Administration, City of New York; Social Security Administration, Research Foundation of the City University of New York, The Institute on Work, etc. INDUSTRIAL EXPERIENCE 3 years with Vornado, Inc. (Store Decor); 2 years with Orisun Machine Tools, 1 year with Arkwin Industries, and less than a year each with Teledyne-Pacific Industrial Controls, and Khosla Fans ACADEMIC EXPERIENCE 1983-present, Professor of Management. 10-year prior academic experience in Management, Production Engineering, and Mechanical Engineering. Experience also includes 13 years of editorship, 11 years as director of a publication, and 2 years as director of management development center RESEARCH ACCOMPLISHMENTS Over 50 works in refereed journals such as IIE Transactions, Production and Inventory Management Journal, International Journal of Production Research, Computers & Industrial Engineering, The Mid-Atlantic Journal of Business, European Journal of Innovation Management, Indian Administrative & Management Review, etc., 11 features in APICS Central Jersey Report, a book titled Managing Knowledge Workers (Quorum Books, 2002), edited a volume titled World Economic Outlook, two monographs on Objective Assessment of Operational Reliability of passenger cars, and several proceedings papers, and technical reports. OTHER ACCOMPLISHMENTS Works featured/cited in mass media such as Automotive News, Kansas City Star, National Enquirer, Oregonian, among others. Featured as an expert on India in news on the New Jersey Network Television and in India Abroad. Invited to write on India by Aufbau. 16
  17. 17. Appendix E ROBERT TROCCOLI BUSINESS POLICY CAPSTONE AWARD Mr. Robert Troccoli, an alumnus of the Stillman School, who earned his MBA in 1976, now a Partner at KPMG, because of his excellent experiences in the program, and specifically in Business Policy, has generously made a donation to the Stillman School, to be used specifically for the best performance by students in Business Policy Capstone course. Naturally, we are so appreciative of Mr. Troccoli's gift, and are delighted that we use it to recognize the academic achievements of our students in BMBA 9400. This award, a plaque of recognition, is presented to members of those teams who finish first in each semester, Summer, Fall, and Spring, from among all sections of Business Policy Capstone course, BMBA 9400, offered during each of these semesters. The current criterion for the performance is the cumulative score on strategy rating as computed by the BSG simulation and provided to students every run of the simulation. 17
  18. 18. Appendix F MARKET AND CURRENCY FLUCTUATIONS Demand for your product will fluctuate according to changes in the S&P 500 index as currency exchange rates as reported in the Wall Street Journal. There is a linkage between the S&P 500 index and the demand of your product. To understand demand of your product, you should monitor changes S&P 500 index and demand of your product and develop an association between changes in the index and demand of your product. Although there is a correlation between these two variables, extent of the determination of their co-movement and the time association are not known. This is where management will have to gather experience. All foreign transactions will be in US$, Japanese Yen, Brazilian Real, and Euro. Currency pairings will depend on the continents engaged in the deal. The currency translation will be according to the rates given in the Wall Street Journal. The applicable rates will be those published on the day of the simulation. 18
  19. 19. Appendix G NONCONFORMING TEAMS The following will not apply in case where the class is organized into 2-person teams. When, in a class, the number of students is not a multiple of three, there is a need to make teams of less than or more than 3 students. The second reason when teams of less than 3 students might occur is the dropping out of student(s) after the formation of teams. If this occurs, special consideration will be given to the nonconforming teams. As a 2-person team, I give you a choice of either not doing the case study written report. (In this case, you will be graded based on other things. This may be a good choice if you are satisfied with your progress towards getting an A.) OR, you may have 8 percentage points added to your team pot (In this case, you will improve chances of getting an A. This will offset some of the poor performance on other measures). 19
  20. 20. Appendix H BMBA 9400: BUSINESS POLICY Industry _______ Company ________ PEER EVALUATION FORM Rating Scale 0 1 2 3 4 5 6 7 8 9 10 Very Poor Average Above Excellent Poor Average Rate Your Own Performance Rate Your Partners’ Performances (Your name) (Partner’s name) (Partner’s name) (Partner’s name) 1. Team Meetings Attendance ______ ______ ______ ______ Promptness ______ ______ ______ ______ 2. Quality of preparation for team meetings ______ ______ ______ ______ 3. Skills in analyzing what to do ______ ______ ______ _____ _ 4. Overall Knowledge and understanding of company operations ______ ______ ______ ______ 5. Ability to make a complete decision on one’s own ______ ______ ______ _____ _ 6. Caliber of contribution to decisions ______ ______ ______ ___ ___ 7. Contribution to plans and reports ______ ______ ______ ______ 1. Has carried one’s own share of the workload ______ ______ ______ ______ 2. Indicate your ranking of all team members (including yourself). Assign points to each member out of a total of 100 such that these represent one’s contribution. Most Valuable (name) _______________________________ 1st Runner-up (name) ________________________________ 2nd Runner-up (name) ________________________________ 3rd Runner-up (name) ________________________________ 3. On the reverse side of this page write a good solid, one-paragraph assessment of the performance of each one of your company managers (including yourself) explaining and justifying these rankings. Given the opportunity, I will pick same members as my teammates again Sure No 1 2 3 4 5 Sure Yes Submit this evaluation to Dr. Amar at the final exam time. 20
  21. 21. Appendix I (Student should fill in his/her name and date at the bottom of this sheet and give it to the Instructor before the class begins.) SETON HALL UNIVERSITY W. PAUL STILLMAN SCHOOL OF BUSINESS Management Department COMPANY CHARTER CONTEST EVALUATION To the evaluator: This is an overall evaluation, team by team. Evaluate your own team also. Consider company’s name, logo, slogan, and stationery design for the appropriateness, uniqueness, and coolness. Next, assign it a score (a score of 1 for the lowest, 2 for the next, and likewise) and enter in the appropriate lines below. Company A Score 1 2 3 4 5 6 7 8 9 Company B Score 1 2 3 4 5 6 7 8 9 Company C Score 1 2 3 4 5 6 7 8 9 Company D Score 1 2 3 4 5 6 7 8 9 Company E Score 1 2 3 4 5 6 7 8 9 Company F Score 1 2 3 4 5 6 7 8 9 Company G Score 1 2 3 4 5 6 7 8 9 Company H Score 1 2 3 4 5 6 7 8 9 Company I Score 1 2 3 4 5 6 7 8 9 Evaluator (Company Name): ___________________________________________ Industry No.______________Company No.: ___________Date: _______________ 21
  22. 22. Appendix J Strategic Analysis Case Study Purpose: Forum for practice on strategy analysis tools learned through lectures/readings. Process: Read the approved case and its industry from the prescribed textbook. Use this information as base for analyzing the selected company, and update the information on the company from other sources so that all changes up until the date of the class presentation of the case are incorporated. Complete analysis on the company following the class presentation titled How to Analyze Business Policy Case. Recommend strategy(ies) for the company. Accomplish: A Power Point presentation before the class as per the schedule and submit a complete report with the instructor following the procedure given above. The closer your report is to the procedure listed above, the higher the probability of it receiving all points set out for this section of the grade. A good case analysis report would be about 10-15 pages long following the writing standards set in Appendix M. Grade: Satisfactory fulfillment of the above requirements guaranties 100% points on this assignment (subject to peer evaluation). Caution: The best analysis would not reproduce facts that are given in the case you have read but will provide a very quick summary of those that are relevant and will be needed in your analysis and will provide an update of these facts since the writing of this case. You will be building your analysis on these updated facts relating to the company’s position in the marketplace in light of its industry and economic conditions. Industry analysis is an essential part of a good strategy case. The most thrust of your paper should be on the analysis—your analysis. 22
  23. 23. Appendix K Presentation Topics on Strategy Principles 1. The Strategic Management Process: An Overview (Chapter 1) 2. Establishing Company Direction: Developing a Strategic Vision, Setting Objectives, and Crafting a Strategy (Chapter 2) 3. Industry and Competitive Analysis (Chapter 3) 4. Evaluating Company Resources and Competitive Capabilities (Chapter 4) 5. Strategy and Competitive Advantage (Chapter 5) 6. Strategies for Competing in Global zing Markets (Chapter 6) 7. Tailoring Strategies to Fit Specific Industry and Company Situations (Chapter 8) 8. Evaluating the Strategies of Diversified Firms (Chapter 10) 23
  24. 24. Appendix L EXECUTIVE REMOVAL PROCEDURE Just as may happen in the real world, you might find that you have a Board (group) member who refuses to participate in the group (or disappears). The Board (group) has the right to remove (terminate membership of) this individual. (Refer to Hagerty, James R. (2000, January 7). How a high-flying e-commerce entrepreneur fell back to earth. The Wall Street Journal, B1.) Use the following procedure: 1. Issue a witnessed verbal warning. Be specific. Make a record. Give some time. Move to the next step if improvement does not come. 2. Issue a written warning, signed by the offender and the other company members, listing specific offenses and steps necessary to improve the offender’s performance and the time within which the improvement must be made. Save this warning notice. 3. The Board (group) should meet to review the progress and make a decision. Let Dr. Amar know of your decision. The professor will have no input or influence in the group’s decision. 4. Issue a final termination notice to the offender. 5. Submit a two-page typed report to Dr. Amar explaining your process, along with the signed written warning and termination notices. The offender has the right to appeal to Dr. Amar for clemency within one week of the announcement of the termination. The appeal should be a two-page typed documented explanation itemizing why the offender should not be terminated and the steps he or she would take to improve his or her group performance. It is important for the offender to include in this appeal how he or she will compensate the group work for the poor performance leading to the termination. It will be almost impossible to get a passing grade in Business Policy course if the termination appeal is denied. 24
  25. 25. Appendix M GUIDELINES ON WRITING STYLE All submissions made for the BMBA 9400 should be so written that they are complete, clear, and concise and advancing the theme meant for it. Aim these writings at audience with a bachelor's degree. Thus, all models used in these submissions must also conform to this presumption. If mathematical and statistical arguments are too detailed and impede their readability, they should be summarized verbally in the text and subordinated to an appendix at the end. All works should be word-processed using computer software on zinc white laser letter-size (approximately 8 ½” x 11") paper. All writing should have single-spacing, "full justification,” and margins: left 5/8”, right, top and bottom 1 1/8". Indent all paragraphs by ½” and leave one space before starting a new paragraph. All pages should be numbered using Hindu-Arabic numerals (1,2,3,). Each submission should have a front cover page, which should give title, name(s), and affiliations including telephones, emails, and other contact information. The second page should contain the title and executive summary of approximately 150 words highlighting the subjects covered by the manuscript. No submission should be expected to be returned so keep your copies. All quotations and citations of works should be properly credited in the text, for example (Fredrikson & Vertes, 1985) and added to the list of references at the end of the text, as follows: Journal Article: Fredrikson, B. E., & Vertes, P. (1985). Bayesian approaches to the beta estimation: A simulation sampling error. The Mid-Atlantic Journal of Business, 23, 1-10. NOTE: Lines after the first must be indented. Magazine article: Fredrikson, B. E., & Vertes, P. (1985, January). Bayesian approaches to the beta estimation: A simulation sampling error. Business Week, pp. 1-10. A book: Lovelock, C. H., & Weinberg, C. B. (1984). Marketing for public and non-profit managers. New York: Wiley. A paper presentation: Borchert, S. E. S. (1990, August). Influence at occupational information on cognitive complexity: A new look. Paper presented at 98th Annual Convention of the American Psychological Association, Boston, MA. An edited compilation of papers: Landfield, A. W. (1977). Interpretive man: The enlarged self-image. In A.W. Landfield (Ed.), Nebraska symposium on motivation, 1976 (pp. 127-178). Lincoln: University of Nebraska Press. Unpublished work: Phillips, J. J. W. (1983). Five career decidedness scales: Reliability, validity, and factors. Unpublished master's thesis, North Carolina State University, Raleigh, North Carolina, USA. Complete citations of all references should then be made at the end of the text in an alphabetic order by authors' last names. This section should carry a title "References." All tables should be readable and efficient, titled at the top and numbered consecutively with Hindu-Arabic numerals. Footnotes should be avoided. But if at all needed, they should be indicated by superscript lower-case letters (a, b, c...). All tables should be typed on separate sheets enclosed at the end of the text. The body of the text should indicate appropriate spots where the tables should be inserted. All diagrams, figures, sketches, etc. should be professionally drawn in India ink on separate sheets of zinc- white paper or electronically done using laser paper and printer with a title. Diagram should be drawn to fit within the usual margins of 8 1/2" x 11" paper. All lettering should be easily eligible. They should be inserted in the main text at the appropriate spot where they are referred. In case of any questions on style, follow APA guide. For further detail on this, please refer to Publication Manual of the American Psychological Association, Washington, DC: American Psychological Association. Compiled by: Professor A. D. AMAR. 25
  26. 26. Appendix N BMBA 9400: BUSINESS POLICY SIMULATION DECISION-MAKING PROCEDURE Capstone Class Game Administrator: Graduate Assistant Office Phone: 973-275-2542 1. The BSG Company Program includes an email function (which works best with Microsoft Outlook or Outlook Express). When a company clicks its email button, the program asks them for the game administrator’s email address (so it will know where to send the decision file) and for their return email address (where the results file will be sent). 2. If you don’t have Microsoft Outlook or Outlook Express, or it doesn’t work for you for some reason, send the decision file as an attachment in a normal email. Make sure it is an Excel file (it should say decision.xls). For the first decision, send it via both methods, and if two decisions are received from your group, I will let you know that it worked via the first method. 3. Everything seems to run a lot smoother if the same person sends the decision each time a decision is submitted. Results can be sent to every member in the group. Please print legibly when putting down the email addresses you would like the results to be sent to. Please email your decisions on the day they are due no later than 6 PM. 4. The results will be emailed back to you. Double click on the icon representing the output file to automatically update and upload the new result to your BSG folders. 5. As an additional service to students, you may give floppies to the GA to write the results on it for your personal use. To be safe for the following procedure: MAKE THREE BACKUP COPIES OF THE COMPANY DATA DISK—one for each member of the team. IN CASE A COMPANY DOES NOT HAND IN ITS DECISIONS IN TIME, THE INDUSTRY SIMULATION WILL ASSUME THAT THERE IS NO CHANGE IN THE COMPANY'S WORKINGS. IN THAT CASE, ITS MOST RECENT DECISIONS WILL BE ROLLED OVER INTO THE CURRENT PERIOD. ALL STUDENTS IN A COMPANY WILL BE HELD JOINTLY AND SEVERALLY RESPONSIBLE FOR MAKING AND DELIVERING DECISIONS. 26
  27. 27. Appendix P Guidance and Pro Forma Statement By Professor A. D. Amar, Ph. D. Seton Hall University For the best results on this assignment, follow SEC 8-K format. A pro forma statement is based on grounded, sound projections of revenues, expenditures, returns, and stock market data. A good pro forma statement will have information in the form of attachments or footnotes. They should provide as much information as is essential to give rigidity to these numbers. It should include what went into these numbers. This information is so presented that it does not interfere with the reading of pro forma statement. Nevertheless, it must prognosticate questions that could arise in the minds of its readers and provide answers to them. This information should start with the management’s assumptions on the future pertaining to the economy, industry, and the firm and it should conclude with the outcomes of the management’s plan on dealing with them. A pro forma statement is not a company’s plan—it is guidance on the outcomes of the plan. A viable pro forma statement will enlighten, answer, and guide rather than be vague, raise and leave unanswered questions that arise, and confuse readers. Even though a pro forma statement reflects what management sees happening to its firm and consequently what it hopes to deliver to the investment community, it is not its wish list. It is simply what management foresees happening to the firm given its current premise of what the future holds. It includes the team's understanding of the firm’s present circumstances and how they will shape its future. It is supposed to be a good faith “shot” of things to come. Making it any thing else is neither professional nor ethical. In fact, under certain circumstance, its conveyance of a meaning that is different from these can put management in legal trouble. It should include guidance on all performance indicators—strategic and financial—in particular the ones that make income statement, balance sheet, and stockholders’ equity statement. These are forward looking numbers or statements on unit sales, market shares, product prospects, revenues, costs, operating incomes, debts, net incomes, EPSs, stock prices, cash flows, etc. Accompanying a Pro forma Statement & Guidance should be a Press Release that summarizes that content of this document that is meant for public dissemination. Copies of the Press Release must be distributed on the day this document is distributed. One copy of the Press Release should be given to every member of the 9400 industry and the professor. Press releases should be issued as soon as management knows of any changes in contents of Proforma Statement & Guidance. 27
  28. 28. Appendix Q WHAT SHOULD BE COVERED IN A GOOD CASH BUDGET AND VARIANCE REPORT By Professor A. D. Amar, Ph. D. Seton Hall University A cash budget is a planning tool that helps management plan how it will meet its cash obligations in the period covered by the budget. In addition, if it has excess cash how will it be utilized? It starts out with a forecast of the demand area-by-area and the resultant broken down cash revenues and then projects cash costs that will accrue in fulfilling the demand. A cash budget is supposed to identify, in as much detail as possible, cash needed cost- center-by-cost-center. It should also cover any deviations that may arise since not being able to cover payments may result in default and/or additional costs. The next step is to recognize sources and amounts of cash to be received in the period covered by the budget. Find out in the net if the period has a cash surplus or deficit. In any event, the management must decide how it will deal with the situation. Whereas deficit must be plugged in somehow (and the budget should reflect it), in the event there is a surplus, budget must also utilize it properly. In the end, both columns of a budget must equal out. The budget must be balanced. The variance report is really a kind of management audit of the budget. Before you prepare a report like the Variance Report, it is important to understand the function to be served by it so that it is drafted keeping that in mind and to ensure that it actually does achieve that. The purpose of a variance report is to improve the quality of budgeting process—to increase understanding of how to avoid variations in the budgeted and actual amounts in the future. It is sorts of planning tool. Hence, a variance report should provide item-by-item budgeted and actual amounts, the absolute and percentage differences between them in separate columns. Next, item-by-item, it should include findings of the management’s investigation leading to an understanding of the causes, their sources, and the remedies that the management will apply to avoid the recurrence of these variances. It should be done in a detail that is essential to the intending learning. In case a variance in any item occurs amounting to at least +/- 3% or $50,000, which ever is larger, in investigation in the history of that item be launched to study the behavior, causes, and future remedies. 28
  29. 29. Appendix R PRESS RELEASES Press Releases are the means that we all will use to keep information flowing. As a rule, all press releases will be handed out in print in class. There should be enough copies to go around one per person. In case the information is too pertinent and cannot wait until the next class meeting, the professor will email it in the form of an interim press release to all members of the 9400 companies. Management teams MUST issue press releases as soon as a change occurs in their Guidance & Proforma Statement numbers. Not doing so will be considered material violation of the codes and may be subject to USSEC and judicial inquiries. 29
  30. 30. Appendix S BMBA 9400: BUSINESS POLICY CAPSTONE Volunteering to Serve on Future Review Boards To involve former BMBA 9400 students in the administration of the future Business Policy courses, they are asked to sit on Review Boards or to act as stockholders at Annual Stockholders Meetings. Typically, students who are selected to sit on these boards should have a good grasp of the subject matter, and have received an A grade in this course. Nevertheless, this also offers an opportunity for borderline A-students to get an A grade by volunteering to serve on these future boards. This volunteer work has a reward of 2 Percentage Points. Borderline students, accumulating 88 or 89 percentage points, may have their grade moved from a B+ to an A. HOWEVER, THIS WILL HAPPEN ONLY TO THOSE ON THE BORDERLINE OF GETTING AN A GRADE. It is so because the students who will be eligible to be called back to serve on these boards should be good students. To those students already expecting an A grade in this course, this volunteering may just provide the extra insurance. In addition to a potential improvement in grade, this opportunity will give you the pleasure of serving your future Setonians. If you are interested, please fill out your name and contact information below. This must be done before the formation of the team. (Professor A. D. Amar, Ph. D.; Seton Hall University) Cut here------------------------------------------------------------------------------------------------------------- ========================================================================= Name________________________________________________________________________ Contact Information: Telephone(s) __________________________________________________________________ Email(s):______________________________________________________________________ (Please keep the professor informed of any changes in your contact information.) I will be available to volunteer about two 2-hour slots of my time to serve on future BSG Conferences and/or Review Boards when contacted by Dr. Amar. ________________________________________________________________ (Signature) ____________________________________________________________________ (Date) 30
  31. 31. Appendix T SETON HALL UNIVERSITY BMBA 9400: BUSINESS POLICY CAPSTONE MID-TERM STUDENT FEEDBACK Dr. A. D. Amar, Professor of Management (Please complete this input to convey to the professor what should be done for the rest of the semester to help your learning to improve) Date_______________________ 1. What did you most like about the instructor that you will like to continue for the rest of the term? 2. What did you least like about the instructor that you will like to discontinue for the rest of the term? 3. What did you most like about this course? 4. What did you least like about this course? What changes will you suggest even now while in the mid-semester? 5. Any additional comments 31
  32. 32. Appendix U SEC 10-K REPORT By Prof. A. D. Amar, PhD For the best results on this assignment, use a real SEC 10-K filing. This is the most important report you will produce. You may be able to get bonus points for your work in the production and presentation of this report. This may be an especially good opportunity for companies that are trailing close to the bottom of the simulation performance rankings to make up for some of the loss in simulation grade. Do not get swayed by a real-life 10-K report of any company. It could be too detailed. Your company does not need a 10-K report of that much content. Go over all the sections and cover them; however, a large number of these sections will not be applicable to you or you will have nothing to report on them. In these cases, simple state “Not Applicable” or “Nothing to Report.” Nevertheless, you should include all sections that are mandatory. It must have Auditor’s Report. Your 10-K should be audited by someone who is a CPA or at the least has a BS in Accounting. This person should put his/her signature on the report. Do not copy or append BSG reports; however, the data and facts from them will be needed to complete it. The financial section should be reported quite like any 10-K. Do not use your letterhead in printing this report. It has to be strictly according to the SEC format. 32
  33. 33. Appendix V The Management Plan By Prof. A. D. Amar, PhD The management plan is a business plan that the incoming management wants to carry out. Its preparation should involve the following steps: 1. Study the business environment in each region and make some projections about what is to come during the tenure of your stay with the company. Make some assumptions about how will they affect your business region-by-region. 2. Prepare a region-by-region and global forecast year-by-year for the period covering your stay with the company. 3. Set goals for your world-wide and region-by-region business keeping in view the forecast arrived at above. 4. Prepare a production, inventory and distribution plan in line with your goals. 5. Prepare an expansion, equipment, technology, and capital outlay plan area by area. 6. Prepare a human resource and labor plan for each area. 7. Tie this plan into your company’s Marketing and Promotion Plan. Implement this plan to get the results. You may revise this plan as conditions change. 33
  34. 34. Appendix W Marketing and Promotion Plan By Prof. A. D. Amar, PhD The purpose of this plan is to organize your company’s marketing, advertising, promotion, and celebrity endorsement activities over the period of your stay with the company. It is important that this plan should be in sync with your Management Plan. Typically, this plan should involve the following steps: 1. Study the business environment region-by-region and the management goals set in the Management Plan. 2. Study the industry behavior on marketing, advertising, promotion, and celebrity endorsement. 3. Compute some quantitative goals/targets indicative of the industry behavior in these measures, area by area, and in particular that of the companies that are in direct competition with you, such as your rivals. 4. Set your own goals/targets keeping in mind the industry behavior and your management plan. 5. Turn these targets into specific allocations area by area. Make sure that a plan sets agenda for the future. It is forward looking. Spend less effort on description and analysis and more effort on setting a course for the future. Implement the Marketing and Promotion Plan and revise it periodically in response to the changes in your business environment. 34

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